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All Journal Jurnal Intelektualita: Keislaman, Sosial, dan Sains JIMKesmas (Jurnal Ilmiah Mahasiswa Kesehatan Masyarakat) Jurnal Kesehatan Agregat: Jurnal Ekonomi dan Bisnis Media Ilmu Kesehatan Jurnal Teknologi Dan Sistem Informasi Bisnis Journal La Medihealtico
Edison, Rizki Edmi
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Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Veterinary

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Journal : Agregat: Jurnal Ekonomi dan Bisnis

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Comparing the Effectiveness of Human and AI-Generated Endorsers in Advertising Campaigns Akbari, Deni Adha; Sumarwan, Ujang; Hasanah, Nur; Edison, Rizki Edmi
Agregat: Jurnal Ekonomi dan Bisnis Vol. 7 No. 2 (2023)
Publisher : Universitas Muhammadiyah Prof. DR HAMKA.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/agregat_vol7.i2/12491

Abstract

This review explores the contrasting roles of machine-driven and human endorsers in advertising campaigns, assessing their ability to engage consumer visual attention. With its ability to tailor content and predict consumer responses, the machine-driven approach has brought new dimensions to advertising, though its influence may differ across various demographic groups. Conversely, human endorsers substantially impact consumer decisions because they can form emotional bonds, enhance authenticity, and build trust. The review encourages a perspective that sees machine-driven and human endorsers not as rivals but as complementary forces, with further studies needed to investigate how to combine these elements best.
Co-Authors Akbari, Deni Adha Ilmi, Miftah Nur Indra, Evta Karim, Anggie Monica Leonardi, Felix Lumbanraja, Lamtiur Rondang Wulan Mariyanti, Eka Muhammad Farhan Nila, Endang Dwi Wulansari Roh Nur Hasanah Robi'aqolbi, Rosydina Safila, Rahmi Sihotang, Widya Yanti SUHARTOMI . Tandiono, Michelle Trirasetya, Mutiara Ulfa Ujang Sumarwan Wijaya, Johanna Fransiska